Trend Breakdown: Brand Rituals

Problem

You need to attract new customers and retain existing ones in an ultra-competitive CPG category.

Solution

Well-designed and popular brand-specific rituals are virtually impossible for competitors to imitate.

Anecdotes

Dunking an Oreo

Tim Tam Slam

A.M. Athletic Greens

Pour a Proper Guinness

Crucial Takeaways

  1. Rituals are how humans mark many life events. Established sequences of behavior can be used to elevate even the smallest experience into something memorable.

  2. Rituals enhance consumption enjoyment.

  3. Rituals hold universal appeal. The development of routines, habits, and traditions is deeply rooted in human behavior.

Predictions

CPG brands will do a better job at observing product consumption, so they can pick up on instinctive behaviors. This will become a major component of experiential CPG design.

Opportunities

  1. Don’t always look at rituals through the daily lens. Rituals that are occasion-based can also be powerful for your CPG brand.

  2. Involve multiple sensory experiences to drive information into the mind.

  3. Leave room for your audience to put their own stamp on the ritual. Rather than spelling it out, imply how the ritual might be beneficial so that your audience wants to try it for themselves.

Additional Knowledge Bombs

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